• 24
  • May

Are you setting the right expectations for your content and programs?

In terms of financial ROI, you’re basically cruising along at nothing for a while, until suddenly it jumps to 80,000%. Yesterday, I was chatting with a client about an upcoming campaign that’ll feature some Cromulent-produced content. This campaign will promote technical material to a very specific audience, and essentially aims both to educate prospects about the nature of some specific problems of […]

  • 14
  • May

Crommunity Podcast | Episode 2019-04 | Jacqui Murphy (Part 2)

““Really thinking about the mental health of the people on your team, and what might be going on in their lives outside work, I think is something that is super important that we don’t necessarily talk enough about.” Jacqui Murphy A few months ago, I sat down with Jacqui Murphy, Chief Marketing Officer at Auvik Networks. We had a terrific conversation, covering […]

  • 10
  • May

Crafting Compelling Customer Success Stories—Asking the Right Questions

Customer success stories form an important subset of an effective marketing content library. They offer significant utility—they provide social proof/validation (important for crossing the ol’ chasm, because no one wants to be the first penguin in the water), they can address buying barriers, they’re very shareable, they can be transformed for use almost anywhere and in multiple formats—while being relatively easy to […]

  • 03
  • May

Helping PLC Fire Safety Solutions to Cast a Wider and Deeper Net

As a full-service fire protection engineering firm, the breadth of our diverse service offerings—along with their technical complexities—can be challenging to grasp and convey. We now have an amazing Services Guide and Sector Sheets that not only clearly communicate to our customers but also provide a consistent message. We highly recommend Cromulent. Mohit Gogna—Marketing Manager Since 1983, PLC Fire Safety Solutions has […]

  • 17
  • April

Crommunity Podcast | Episode 2019-03 | Heather Galt

“Canadians in general need to feel like they can be successful at scale. I think we need to have some courage. We also need to recognize our value, and that I think is where sustainable scale will come from.” Prime Minister Justin Trudeau’s visit to Kitchener wasn’t the only big thing happening in Waterloo Region on Tuesday; as most people were heading […]

  • 11
  • April

Most tech companies make this fundamental messaging error—does yours?

By talking about things other than tech, you’ll earn yourself far more opportunities to talk about your technology, but at the right time and with the right people. I’m gonna start this post with a provocative statement: almost 60% of ‘tech companies’ in the Waterloo Region don’t understand what market they’re really in. And that’s a problem. In fact, it might be […]

  • 09
  • April

Helping Telax effectively reach the Healthcare vertical

Only a few days after we first spoke, Telax had the collection of new infosheets they needed to launch their Healthcare campaign. A few weeks ago, I received a message over LinkedIn: a former colleague from Sandvine*, Joseph Herdé, needed content to help his new company, Telax. *This scenario is a recurring theme in Cromulent’s growth: colleagues from Sandvine go to a […]

  • 28
  • March

Tips and Tricks for Audio and Video Scripts

Every script should tell a story: humans are prewired to recognize and remember narratives. So whether you’re telling the actual story of your company’s history, or welcoming people to a conference, or showing them how to use your turbo-encabulator, tell a story. A few weeks ago I was working on a project to produce a new content library—consisting primarily of a services […]

  • 22
  • March

An Oral History of Miovision’s “Clear Signals” Campaign and eBook

“My question to marketers and organizations is: do you have a topic you want to talk to the industry about? Or does the industry have a topic they want to learn about? You need to start from the right place to be relevant. An eBook was just the appropriate medium. We didn’t start with, ‘We need an eBook!’ It was about creating […]

  • 11
  • March

Crommunity Podcast | Episode 2019-02 | Lee Brooks (Founder, Cromulent Marketing)

“Something as complex as a whitepaper or a technical showcase marketing document might take you 20 hours to produce. And people are, ‘I don’t have 20 hours right now, everyone’s really busy.’ Over the next quarter, your CTO might be on 50 hours’ worth of calls…it’s a no-brainer in terms of an asymmetric investment in your business: it helps everything scale.” A […]

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